「在家旅行」——如何策劃一場出色的實時虛擬活動 Walk From Home: Make your next real-time virtual event stand out

四個舉辦虛擬體驗的必修訣竅,助您策劃一場引人入勝的線上活動!
Practical tips that take you back to the basics and create the online engagement that truly matters

肺炎疫情令世界停擺,人人透過小視窗進行「線上學習」、「線上工作」,就連旅遊玩樂也不例外!活現香港最近籌備了一系列創新的Zoom線上體驗,我們帶領參加者透過熒幕「走」到香港大街小巷。過去五場不同主題的虛擬導賞團深受觀眾捧場,場場爆滿!

疫情陰霾未見退散,當人人只道:「虛擬體驗只是迎來曙光之前的權宜之計」,我們反詰:「何不與時並進,擁抱虛擬體驗?」。早前,Now新聞採訪活現香港,一探本地旅遊業以虛擬導賞另闢蹊徑、「疫境自強」的歷程。我們相信線上活動將成為二十一世紀的「新常態」。

疫情雖使我們受困家中,但我們拒絕畫地為牢。在過去數個月,我們積極開發新穎有趣的虛擬導賞。我們總結過往七年舉辦優質行街團的經驗,又吸納棟篤笑、電影、戲劇的表演元素,創作出涵蓋歷史、建築、人文、網絡文化等範疇的導賞節目。結果是:我們不再受空間和形式所限。日前,經濟日報便跟隨我們到一節虛擬導賞團現場,報道我們的幕後工作及如何拆解各種困難。

誠然,線上娛樂節目競爭激烈,要怎樣的節目才能在資訊氾濫時代脫穎而出呢?原來大眾忙於在各社交平台觀賞輕鬆的短片,興許能博君一笑,卻總是食之無味。有見及此,我們精心設計並改良我們的虛擬導賞節目,寓教學於娛樂,務求在娛樂性和教育意義兩者間取得平衡。除此以外,我們還總結出以下一些小貼士,令你也能籌辦一場獨出心裁的線上節目:

In the face of COVID-19 where all tours have stopped and learning moved to online, Walk in Hong Kong has quickly adapted and created a series of innovative online tours delivered over Zoom, where the guide takes the guests around Hong Kong from on-site locations. They have proven to be hugely popular! A key to our success is our perspective.

We no longer perceive virtual as a temporary, stop-gap solution. Virtual is here to stay. SCMP and Reuters have just joined us on one of our virtual tours, and reported our vision of making virtual experiences the next big thing and our plan of expanding the target audience. 

Therefore we are fully committed to finding and creating new and fun ways to keep the audience engaged, while bringing them the intended impacts. It is a journey that blends genres, where we draw techniques from walking tours, workshops, seminars, to movies, stand up comedy and theatre performances; and crosses disciplines, from history, architecture, ethnography, to cyberpunk. The sky’s our limit. 

The end products achieve a fine balance between entertainment values and educational merits, in order to compete with the millions of Tiktok, YouTube, and Netflix videos that are merely a tab away from our audiences’ Zoom window. After many trials and errors, we believe we have found the formula to make live online experiences engaging and meaningful, while harnessing easily available technology. Here are our two cents on how to make your next online session stand out.


以創意和熱誠打動觀眾

請謹記,你的觀眾距離YouTube與Netflix等串流平台成千上萬的節目只有一鍵之遙。你的節目有甚麼亮點呢?如果不能憑雄厚的財力和明星班底取勝,那就只能憑創意和真摯的情感使觀眾投入你的演出。

Keep them engaged

Bear in mind that the millions of YouTube, Tiktok, Netflix videos and Reddit jokes are merely a tab away for the audience. How to compete with all these distractions? We can’t outdo them on star power or production values. We beat them by being real and flawed.

建築導賞團中,專家導賞員除了講解沿途建築特色,還在海濱即場示範建築師的看家本領——速寫。參加者看着畫板從無到有,亦樂此不疲。
In our HarbourFront architecture tour, our expert guide demonstrated sketching — an essential skills for architects — on site. The audience was truly impressed in witnessing the transformation from a blank canvas into a detailed sketch.

加強人際聯繫

疫情已經成為人與人之間的隔閡,我們漸漸與親人和朋友疏遠。不過,人總會渴望從人際交流中感受到一份關懷。故此,我們須盡可能使虛擬體驗接近面對面交流模式,例如增強講者與觀眾之間的互動。

Human touch

Don’t we all miss human touch? At a time when we are even scared to get close to our loved ones, we need to think hard how to replicate the human touch we crave online.

網上節目主持要與家庭觀眾互動,用 Gallery view 拍攝一張集合所有觀眾的「大合照」可以是其中一個方法
Using “Gallery View” to take a group photo of all hosts and audience at the end of the event

訴說趣味故事

冷冰冰的資訊原不足以滿足人類的好奇心。與其在八分鐘之內用資訊轟炸你的觀眾,還不如講一個豐富而有感染力故事,扣人心弦。

Storytelling

Human attention can’t be sustained by facts alone. To fill 8 minutes, I need 10 facts, or I just need one story that leaves real impact.

我們請來專業演員,將經典鬼故化成搞笑短劇
On one of our Kennedy Town tours, we invited actors to turn classic haunted tales into dramatic skits set in the neighbourhood

進行實時直播

你有沒有發現:疫情期間,時間變得不重要了?現實生活中的一切節慶和聚會都被取消了,你的學習、工作和社交活動轉移到虛擬領域進行,線上娛樂活動更是大幅佔據了你的閒餘時間。不過,早點或晚點觀賞某節目其實沒有分別:反正它會一直留在互聯網上。

故此,要吸引觀眾踴躍參與虛擬體驗,就必須使觀眾知道:這場節目只會直播一次,絕無重播。如此一來,體驗活動即便虛擬,也具有現實活動的「儀式感」和「迫切感」:畢竟你一旦錯過了,那便永遠錯過了。    

Real time. Not pre-recorded. Can’t view the recording later

The pandemic has caused us to lose sense of time. With social events, celebrations, festivals, milestones, etc, all thrown out of the window, most of the “things” happen on the internet, where doing something earlier or later makes little difference. It exists on the web anyway. 

We need to create scarcity and restore a sense of time by designating that the virtual event will happen only then and there. If you miss it, you miss it.    


有興趣了解更多嗎? 活現香港可為你的下一個虛擬活動提供咨詢服務及員工訓練。我們的團隊更可以為你設計並主持一個獨一無二的虛擬活動。請隨時與我們聯絡:[email protected]

Thinking of going virtual, but have limited knowledge and budget? We can help! 

Walk in Hong Kong offers training, design workshops, and consultancy to help your team design a virtual event that suits your needs. Or you may hire our expert curatorial team to tailor design and execute your next virtual event. Please feel free to contact us at [email protected]

Olivia Tang

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